Y2 - Marketing Management

Inhoud

De koppen uit dit document, op volgorde. Niet de inhoud zelf.

1. Dell'Acqua, F., McFowland III, E., Mollick, E. R., Lifshitz-Assaf, H., Kellogg, K., Rajendran, S., ... & Lakhani, K. R.
2. Global Trends 2024, Ipsos https://www.ipsos.com/en/global-trends-2024--> (Focus on the executive summary and browse as n
3. Keller (2013), Strategic Brand Management: Building, measuring and managing brand equity (pp. 29-48)
4. Kapferer (2008), The new strategic brand management (pp. 9 – 29)
5. Nelson (1970) and Darby and Kami (1973) make the distinction between three types of product characteristics:
6. Podcast: The Journal (2023), Apple Bets Big on ‘Nerd Helmets’ ( https://www.wsj.com/podcasts/the-journal/apple-bets-big-